Description

Introduction

Reggie Fils-Aimé’s extraordinary journey to the pinnacle of the video game industry unfolds in the inspiring book “Disrupting the Game” (2022). The book chronicles his path from a young child in the Bronx to becoming the esteemed President and COO of Nintendo of America, imparting invaluable lessons on career planning and leadership.

This summary invites you to learn from Reggie Fils-Aimé’s unique ascent to leadership, exploring the profound impact it had on his career and life. While he may not be a household name for those unfamiliar with the video game industry, Reggie was a prominent executive at Nintendo, holding a key position within the North American subsidiary of the renowned Japanese video game company.

As a Nintendo executive, Reggie played a pivotal role in turning the company’s fortunes around and spearheading the launch of iconic products like the Nintendo DS and Nintendo Wii.

However, Reggie’s road to success was far from straightforward, filled with numerous detours, unexpected turns, and setbacks. Within these pages, you’ll delve into the major turning points on Reggie’s path to the top of Nintendo, gaining insights into the valuable lessons he learned along the way. These lessons encompass essential aspects of leadership, career development, and forging one’s own future.

Within this summary, you’ll discover how Reggie overcame initial obstacles and limited prospects to achieve remarkable success. Additionally, you’ll witness how seizing an unforeseen opportunity altered the trajectory of his career, and how perseverance through various dead ends ultimately led him to the pinnacle of his profession.

Through Reggie Fils-Aimé’s captivating journey, “Disrupting the Game” offers a wealth of inspiration and knowledge, empowering readers to apply his hard-earned wisdom to their own lives and endeavors.

Chapter One: A Humble Beginning

Not every business leader embarks on their journey with privilege, and Reggie Fils-Aimé’s narrative stands as a testament to that reality. Born to Haitian immigrants, Reggie navigated his early years in the challenging milieu of the Bronx during the early 1960s. His family resided in a cramped one-bedroom walk-up apartment on the fifth floor of a tenement building plagued by roaches. Life in this environment exposed Reggie to difficult and even perilous situations, such as witnessing a rooftop stabbing incident and experiencing a robbery with his brother while on their way to purchase candy.

Despite these hardships, Reggie’s father tirelessly worked two jobs six days a week, driven by the singular goal of extricating their family from this challenging environment. Finally, when Reggie was eight years old in the late 1960s, the family amassed enough savings to relocate to the safer town of Brentwood on Long Island. This transition instilled in Reggie the importance of hard work and seizing opportunities to forge a better life.

While the move to Brentwood marked a notable improvement, the family remained part of the lower-middle class and confronted additional challenges as the only black family in a predominantly white neighborhood. Reggie faced bullying from some classmates due to his race, but he drew upon the resilience cultivated through past experiences and focused on excelling academically.

His dedication to his studies bore fruit when he earned admission to Cornell University, an Ivy League institution in Ithaca, New York. Through a blend of diligence, academic accomplishments, and seizing available opportunities, Reggie enrolled in the university’s undergraduate business programs. He secured academic scholarships, an Air Force ROTC scholarship, student loans, and part-time work to support his education.

During his time at Cornell, Reggie discovered his passion for the analytical facets of finance. With a clear plan to pursue a banking career after graduation, he completed an internship at a bank and set his sights on ascending to the industry’s pinnacle after obtaining an MBA.

However, as Reggie’s college journey approached its conclusion, a twist of fate disrupted his meticulously laid plans and propelled him onto an unforeseen and transformative career trajectory.

 

Chapter Two: Seizing the Unexpected

During Reggie’s tenure as a student at Cornell, he observed a common trend among many Fortune 500 company executives: a background as brand managers at Procter & Gamble, affectionately known as P&G.

The position of a brand manager at P&G held a prestigious reputation as an immersive and practical training program. It furnished aspiring executives with escalating levels of responsibility, imparting the skills necessary to oversee every crucial aspect of operating a successful business, ranging from product development to advertising.

Cornell was actively targeted by P&G for talent recruitment, with a particular emphasis on the university’s MBA program. While a few undergraduate students were considered, they needed a personal recommendation from a professor to secure an interview. Reggie found himself among the select students granted this opportunity. His interview exceeded expectations, resulting in a job offer promising swift advancement, with the potential to reach executive status by 30 and assume the role of a brand manager by 25.

Despite his initial aspirations in banking, Reggie found the P&G offer increasingly appealing. The chance to bypass an entry-level position at a bank and gain practical training that would complement his Cornell education proved enticing. After careful consideration, Reggie made the significant decision to accept the offer, deviating from his originally charted course toward a banking career and embarking on a new journey that would ultimately lead him to his pivotal role at Nintendo.

In retrospect, Reggie gleaned a valuable lesson from this critical decision: while having plans is crucial, it is equally important not to rigidly cling to them. Maintaining an open mind and embracing the possibility of altering one’s course when compelling opportunities arise can lead to unforeseen and rewarding outcomes. This readiness to seize the unexpected would shape Reggie’s future and become a guiding principle throughout his illustrious career.

 

 

Chapter Three: Lessons from Hardships

Reggie’s path unfolded over eight transformative years at P&G, where he assumed responsibility for various brands, including Sun Drop and the Crisco shortening product, which competed with beverages like Mountain Dew.

During this period, Reggie amassed valuable knowledge, emphasizing the importance of garnering support from key decision-makers and refining his skills in crafting impactful business memos. Additionally, he discovered his passion for propelling growth in dynamic industries, a realm that deeply resonated with him.

Yet, some of these crucial lessons arose from challenging experiences. While P&G’s soft drink brands thrived with impressive growth rates exceeding 15%, other products like Crisco struggled to achieve similar success, settling for more modest growth rates of 3 to 4 percent. Despite cherishing his time with the flourishing soft drink brands, Reggie found himself reassigned to the slower-growing Crisco when the company underwent acquisition.

Eager to instigate positive change, Reggie initiated a creative advertising campaign for Crisco, believing it would significantly boost sales. The initial test run yielded promising results, and he was eager to implement it on a broader scale. However, a significant obstacle emerged: Crisco’s advertising budget was limited, posing a challenge to executing the campaign effectively.

In a difficult decision, Reggie exceeded the allocated budget, utilizing fourth-quarter funds to finance the campaign in the third quarter. Unfortunately, this move caused Crisco to fall short of its profit goal for that period, leading to unwanted consequences. Reflecting on the situation, Reggie recognized that effective communication with higher-ranking managers and persuading them to increase the advertising budget could have averted the crisis. Collaboration and securing buy-in from others were crucial elements for successful change implementation.

While Reggie acknowledged his mistake and pledged never to repeat it, the incident impacted his career at P&G, leaving him disheartened. This experience prompted him to make a life-changing decision – to depart from the company and explore new opportunities.

Despite the hardships faced, Reggie emerged from these challenges with valuable insights and a commitment to personal growth. Drawing from his experiences, he grasped the significance of effective communication, collaboration, and gaining support from stakeholders when implementing transformative ideas. These hard-earned lessons would prove invaluable as Reggie’s journey continued, propelling him to new heights of success in the ever-evolving world of business.

 

 

Chapter Four: A Lesson in Reversing Course

During his tenure overseeing P&G’s soft drink brands, Reggie frequently found himself in direct competition with PepsiCo. Serendipitously, his subsequent role led him to Pizza Hut, one of PepsiCo’s restaurant franchises, where he assumed the position of divisional marketing director. In this capacity, Reggie spearheaded expansion and innovation initiatives, encompassing product development and marketing strategies. While some of his choices entailed risk, one particular decision became a significant teaching moment for Reggie.

Around the early 1990s, Pizza Hut faced stiff competition from Little Caesars, one of its rivals, during a period of recession in the US. Despite offering pizzas of lower quality than Pizza Hut, Little Caesars attracted customers with a two-for-one deal, allowing them to get more food for a lower price.

In response, Reggie proposed the introduction of a new product called Bigfoot Pizza, a sizable, rectangular slab priced similarly to Little Caesars’ two-for-one offer. Although many Pizza Hut franchise owners hesitated to embrace the idea, Reggie persevered and convinced them to give it a chance. The product achieved immense success, generating close to a billion dollars in sales and earning an innovation award. However, it came at a cost – the quality of the pizza suffered due to the use of cheaper ingredients and production methods, resulting in issues like burnt or soggy pizza.

Through market research, Reggie realized that Bigfoot Pizza’s tarnished reputation was adversely affecting the overall perception of the Pizza Hut brand. Acknowledging this, he made a significant decision to shift gears entirely – from being the product’s biggest supporter to becoming its most vocal critic. Eventually, Reggie engaged with Pizza Hut’s senior leadership and successfully advocated for the phased discontinuation of Bigfoot Pizza.

From this experience, Reggie gleaned essential lessons. Firstly, he learned the importance of always considering the long-term implications of a decision. Although Bigfoot Pizza proved profitable and helped compete with Little Caesars in the short term, it was detrimental to the brand’s image, especially as other competitors like Papa John’s with higher-quality pizzas emerged.

Secondly, Reggie understood the significance of making the right choice for the brand, even if it meant reversing course and letting go of something he had championed. Although it was challenging to part ways with Bigfoot Pizza, Reggie recognized that it was the necessary action for the betterment of the company.

Ultimately, this experience taught Reggie to embrace strategic thinking, prioritize the brand’s reputation, and be willing to make tough decisions – even if they involved letting go of a project close to his heart – for the greater success and future growth of the organization.

 

Chapter Five: Discovering the Perfect Fit

After his stint at Pizza Hut, Reggie embarked on a series of marketing roles at various businesses, including two-year tenures at Panda Management Company, Guinness Import Company, Derby Cycle Corporation, and MTV Network’s VH1 channel. His frequent job changes were driven by his pursuit of the ideal company, position, and leadership team that would support his bold ideas and foster innovation and growth at the swift pace he desired. However, as he advanced in his career, Reggie encountered obstacles and constraints that impeded his progress.

In some cases, conservative business instincts or moderate growth objectives of owners, investors, or higher-level executives held him back. In other instances, the roles themselves were too confining for Reggie’s ambitious vision. Despite his efforts to drive change, he realized that when a position doesn’t align with one’s aspirations, the best course of action is to move on and seek a better fit elsewhere.

In 2003, Reggie found himself once again in search of a new job. At this pivotal moment, a call came in that would alter the trajectory of his life forever – a Nintendo recruiter reached out for the position of Executive Vice President of Sales and Marketing.

The opportunity intrigued Reggie immensely. The video game industry, where Nintendo thrived, was the fast-paced sector he had always desired. With Nintendo releasing over 50 new products annually, Reggie felt a deep connection to the company as a lifelong lover of video games, boasting an impressive collection of Nintendo systems and games.

However, joining Nintendo also brought some concerns. The company faced challenges, as its existing console, the GameCube, struggled in the market against competitors like Sony’s PlayStation and Microsoft’s Xbox. Moreover, compared to other industries Reggie had experienced, the video game market wasn’t as massive, raising doubts about the potential for significant growth.

Nonetheless, Reggie held a steadfast belief that Nintendo could turn its fortunes around. He saw vast potential for expansion within the video game industry and was inspired by the dedication of Satoru Iwata, the company’s global president, to uphold Nintendo’s legacy of pioneering innovation.

In the end, Reggie felt an unmistakable sense of alignment and resonance with Nintendo – it felt like the perfect fit. With conviction and determination, he made the life-changing decision to accept the job offer, setting the stage for a new chapter in his career that would solidify his place in the video game industry’s history.

 

 

Chapter Six: The Emergence of “The Regginator”

Approximately a year later, Reggie stood on the verge of delivering Nintendo’s main presentation at the esteemed 2004 E3 video game conference. As the pinnacle event in the industry, eagerly anticipated by professionals, retailers, publications, and fans alike, this was a crucial moment for Reggie. While he had been diligently working to establish himself at Nintendo since joining, he remained relatively unknown to the broader gaming world. However, that was about to change dramatically.

 

As the moment arrived, Reggie confidently took the stage and introduced himself with now-legendary words, “My name is Reggie. We’re about playing games, and I’m about kicking asses and calling people names.” The bold and aggressive messaging resonated with the audience, earning him the nickname “The Regginator” from enthusiastic fans.

During his presentation, Reggie unveiled Nintendo’s groundbreaking new handheld video game system, the Nintendo DS, and tantalizingly hinted at the forthcoming home-based system, the Nintendo Wii. The company’s financial turnaround was contingent on the success of these two innovative platforms, both featuring groundbreaking technology—touchscreen functionality for the DS and motion-based controls for the Wii.

These technological advancements paved the way for fresh and accessible gaming experiences. Players were no longer burdened with memorizing complex button combinations; interaction became effortless. The vision was to expand Nintendo’s customer base beyond traditional gamers and appeal to a wider audience.

However, executing this strategy demanded careful consideration of pricing, game selection, and messaging. Balancing affordability with compelling titles was paramount to attract non-gamers while ensuring the core gaming audience remained engaged and satisfied.

Reggie, alongside other Nintendo executives, faced challenging decisions in addressing these concerns. They worked diligently to lower the systems’ costs and championed the release of games like Nintendogs and Brain Age, tailored to appeal to diverse audiences. Additionally, during the 2006 E3 presentation, Reggie took a stand when there was disagreement with Satoru Iwata, the company’s global president, over the focus of the Wii Sports game. Reggie advocated that The Legend of Zelda: Twilight Princess, catering to Nintendo’s core demographic, deserved equal prominence.

Despite the risk involved, Reggie remained steadfast and insisted on presenting the new Zelda game, ultimately generating significant buzz for Nintendo. This experience taught Reggie a crucial lesson—being open to others’ opinions and being willing to change one’s mind when necessary, while also having the courage to stand firm when certain of the correctness of one’s decision.

Following the conference, Iwata called for an unexpected meeting with Reggie, prompting apprehension about his future with the company. However, to Reggie’s astonishment, Iwata offered him a promotion. Reggie was now entrusted with the esteemed responsibilities of President and COO of Nintendo of America.

“The Regginator” had ascended to new heights within Nintendo, solidifying his position as a key player in the company’s continued success. His boldness, dedication, and willingness to take calculated risks had proven instrumental in shaping Nintendo’s path forward.

 

Final summary

The Inspiring Lessons from Reggie’s Climb to Nintendo’s Summit

Reggie’s extraordinary journey to the apex of Nintendo imparts invaluable lessons, illustrating that success often involves navigating a non-linear path. He exemplified the strength of adaptability and the readiness to welcome change, even if it meant diverging from meticulously laid-out plans.

Reggie’s early choice to transition from a finance career to a brand manager role at Procter & Gamble underscores the importance of identifying opportunities aligned with our passions. It emphasizes the need to be receptive to new possibilities and unafraid of steering away from the expected trajectory.

Throughout his career, Reggie consistently demonstrated a willingness to embrace change, exploring diverse employers, businesses, and sectors in pursuit of roles aligned with his true passions. This underscores the value of continual growth and evolution, recognizing that each experience offers unique learning opportunities.

Reggie’s journey also highlights that making mistakes is an integral aspect of progress. Despite encountering significant challenges and errors, he refused to let setbacks define him. Instead, he gleaned lessons from his missteps, using them as stepping stones for further growth.

The determination and resilience Reggie displayed in pursuing his desires serve as inspiring reminders that success often requires persistence and unwavering dedication. His proactive approach to seeking new opportunities underscores the importance of shaping our careers and lives actively.

Ultimately, Reggie’s rise to the summit of Nintendo delivers a powerful message that our paths may not always follow a linear trajectory, and that’s perfectly acceptable. Embracing change, learning from mistakes, and pursuing our passions with tenacity can lead to extraordinary achievements, both personally and professionally. It encourages us all to be open to new possibilities and to remain steadfast in our pursuit of fulfilling and rewarding journeys.

About the author

Reggie, the former President and COO of Nintendo of America, played a pivotal role in the success of Nintendo Co., Ltd., the Japanese entertainment giant. Throughout his distinguished career, he garnered numerous accolades for his innovation and visionary leadership.

In December 2003, Reggie assumed the role of Executive Vice President of Sales & Marketing, joining the team at Nintendo of America Inc. His dedication and impactful contributions earned him a well-deserved promotion to President and Chief Operating Officer in May 2006. In this capacity, he oversaw the day-to-day operations of Nintendo of America, managing the company’s endeavors in the US, Canada, and Latin America. His influence was such that he was nominated to join Nintendo Co., Ltd.’s prestigious worldwide executive officer committee in 2016.

Reggie’s enduring legacy was solidified when he was inducted into the International Video Game Hall of Fame in October 2019, shortly after his retirement in April of the same year. With a remarkable career spanning over 35 years, Reggie’s journey began after graduating with honors from Cornell’s Dyson School. His impact extended across diverse industries, including consumer packaged goods, food and beverage, hospitality, and media/entertainment.

Post-retirement, Reggie dedicated himself to nurturing the next generation of business leaders. In August 2019, he became the first Dyson Leader in Residence for the 2019–2020 school year, imparting his wisdom and values to eager minds. His passion for sharing life lessons and beliefs manifested through public speaking, board service, and the authorship of the transformative book “DISRUPTING THE GAME” under HarperCollins Leadership.

Not content with resting on his laurels, Reggie founded Brentwood Growth Partners to support emerging businesses and equip leaders with the necessary tools to foster cultures of excellence. His enduring commitment to progress and leadership continues to inspire and shape the world of business.

Buy Book on Amazon